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Brand Communities for Fast Moving Consumer Goods: An Empirical Study of Members' Behavior and the Economic Relevance for the Marketer
Paperback
ISBN13: 9783834940544
Publisher: Gabler Verlag
Published: Apr 7 2012
Pages: 292
Weight: 0.84
Height: 0.67 Width: 5.83 Depth: 8.27
Language: English
Theoretical foundation of customer behavior
Development of a behavioral profile for brand-community members
Comparison between brand-community members and non-members
Recommendation for brand-community management
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